Virtual Reality Experience Launches NikeLab Shoe Collaboration

IM360, a Digital Domain company, has partnered with leading lifestyle streetwear brand Undefeated on a unique virtual reality experience called “CourtVision” to launch their new shoe collaboration, the Undefeated x NikeLab Dunk Lux.

The original two minute VR film puts fans courtside as renowned basketball handler Pat the Roc shows off his skills in an immersive environment providing viewers a 360° experience, backed by an original musical score by producer Nosaj Thing. In support of the shoe release, the Undefeated Pop-Up Store in Los Angeles will be open to the public between April 21st and May 1
st, and will feature a NikeLab installation where visitors can experience “CourtVision” on VR headsets. In addition, a limited number of Undefeated-branded virtual reality cardboard viewers will be available as a gift-with-purchase promotion by Undefeated.

“With Undefeated’s legacy in the streetwear community, we were able to bring together the worlds of lifestyle, culture and technology, further expanding our efforts as the leader in 360/VR experiences,” said Chris Fieldhouse, Executive Producer, IM360. “It’s been amazing to partner with a creative brand such as Undefeated to bring a new medium of entertainment to their market, and we anticipate unveiling more innovative partnerships in the near future.”

The “CourtVision” virtual reality experience was directed by Digital Domain’s Neil Huxley, whose credits include commercials for UFC and Square Enix’s Rise of the Tomb Raider. “My goal for this project was to bring the excitement of streetball to a global audience by using the latest technology and filmmaking techniques,” said Huxley, Director & Creative Director, Advertising and Games, Digital Domain. “This is yet another milestone as art, commerce and virtual reality continue to blend in thrilling new ways.”

“We’ve unveiled some big sneaker collaborations in the past, but the opportunity to roll out the new Undefeated x NikeLab Dunk Lux shoes in VR takes it to another level,” said Ilias Panayiotou, Brand Director, Undefeated. “IM360, Digital Domain and our in-house creative team strived to create something innovative, and we can’t wait for fans to see the results.”

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